JULIA RESTOIN ROITFELD IS THE FACE OF CONSCIOUS EXCLUSIVE

Conscious Exclusive is H&M’s greenest and most glamorous collection. Although the drop is months away, we can already share what inspired it and that Julia Restoin Roitfeld will front the campaign.

25 November 2015

It’s been said before, but it’s worth repeating: there doesn’t have
to be a contradiction between loving beautiful fashion and living a
sustainable life. That’s the core idea of H&M’s Conscious
Exclusive collections, which have been made yearly since 2011. The
upcoming S/S16 collection is designed with inspiration from historical
works of art from the Musée des Arts Décoratifs archive, a museum
located in the western wing of the Palais du Louvre in Paris.

Conscious Exclusive drops on 7 April in connection with the opening
of the exhibition Fashion Forward – Three Centuries of
Fashion at the museum. To add an extra layer of French chic,
H&M has teamed up with Parisian art director, style maven and
sustainability champion Julia Restoin Roitfeld, who will be the face
for the campaign.

"I am honoured to be the ambassador of such a unique project. I
think that the idea of creating a collection inspired by the history
of art and fashion is brilliant. Especially since it is made with
innovative, sustainable materials, which are the future of
fashion", she says.

I am honoured to be the ambassador of such a unique
project.

Julia Restoin Roitfeld

Every Conscious Exclusive collection features new and more innovative
materials than the last. For example, the 2015 collection featured
sequins made from recycled shampoo bottles.

"With this collection we brought the idea of sustainability to
new levels. Working with new innovative materials such as beads and
rhinestones of recycled glass and Denimite, a material made out of
recycled worn-out denim, we have created contemporary styles imbued
with a sophisticated charm", says Ann-Sofie Johansson, Creative
Advisor at H&M.

The H&M design team has worked closely with the Musée des Arts
Décoratifs to find inspiration from its collections of centuries of
fashion, as well as works of artists such as Gustave Moreau. The
outcome is a glamorous line of modern red carpet pieces.

H&M Conscious Exclusive will be available in around 180 stores
and online on 7 April.

JULIA RESTOIN ROITFELD

35-year-old Julia Restoin Roitfeld was born in France to parents
Carine Roitfeld – former editor-in-chief of French Vogue – and
Christian Restoin – founder of French brand Equipment.

In 2012, she gave birth to her daughter Romy and launched the
blog Romy and The Bunnies,which is a style and lifestyle blog
for pregnant women.

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